For shoppers, finding the right style of clothing can be a hassle. While an article of clothing can look great in the change room, it may look completely different once you try it on at home. Store change rooms employ many vision distorting tricks to fool your eyes into thinking that an outfit looks a certain way, from curved mirrors to dull lighting. While many companies still rely on these time-tested tricks into selling their wares to the masses, more and more brands are turning towards technology to help make shopping easier.

In early June, H&M set up a series of smart mirrors to assist consumers with their purchasing habits. H&M has recently set up “voice interactive mirrors” at its New York City flagship store in Times Square that “wake up” through facial recognition when someone looks at it long enough. The mirror also offers selfies, style advice, and discounts via QR codes. The mirrors, which were set up in the store and not in the change rooms, were designed to help shoppers make the right decisions when purchasing their garments.

While the interactive mirrors are helping consumers make faster and easier choices, H&M has had no considerable change in their sales. According to H&M’s website, the company saw a 20% increase in e-commerce sales but in store shopping dropped by 1%.

With the advancement of technology, many retailers are turning towards virtual reality augmentation in order to help their shoppers make informed and stylish choices. From body scanning mirrors to style advice, many consumers are expecting technology to benefit their shopping habits.

Article by: Alex Seimpe

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